A few years
ago, retail businesses were concerned with “showrooming” during the holiday
season – the idea that shoppers would go into brick-and-mortar stores, look
around, try items on, and then return home and make their final purchases
online after comparing prices. While that still happens, 2014 numbers have
shown that “webrooming” is not only on the rise, but leads to bigger overall
is the reverse of showrooming – when shoppers conduct their
information-gathering prior to going to a store. Consumers compare prices
online, finalize their lists, and then head to stores in order to make final
results from The Harris Poll indicate that roughly half of
Americans have showroomed, while roughly seven in ten Americans saying they’ve
webroomed. Not only that, but showroomers spent an average of $156.40 (a steady
decline from 2013 and 2012 numbers – $174 and $211.80 respectively), while
webroomers clock in with receipts averaging $200.70 for in-store purchases
after researching online. To put it plainly: shoppers who engage online spend
more in stores.
for retailers is the ability to embrace the research phase by utilizing
integrated outreach and personalized communications. Preference management –
the active collection, maintenance and distribution of unique consumer
characteristics, such as product interest, communication channel preference and
frequency of communication – can pre-empt shopping decisions and help customers
in the midst of their holiday hustle and bustle.
When you can
synthesize data provided by customers themselves, you already have a leg up on
their potential shopping list. Product interest and communication channel
preference are vital in heading consumers off at the pass and handing them an
effective, personalized tool.
brands may be wringing their hands over webrooming, but companies that have
already adapted to modern shoppers’ habits by utilizing preference management
techniques are clearly experiencing growing returns. How’s your 2014 shaping up
and how will 2015 surpass it?
About the Author:
Rob Tate is the Director of Enterprise Sales at PossibleNOW.
Labels: brick-and-mortar, harris poll, shopper journey, shoppers, showrooming, webrooming